At a crucial meeting, be on your best “third-date behaviour”, says Andrew Benett, global CEO of the advertising giant Arnold Worldwide. You’re still polite, attentive and respectful, but it’s time to loosen up. If you rib your colleagues in the office, do the same during your presentation. It’s a sign of confidence, chemistry and honesty – qualities any client wants in a new creative team.
“It’s better to be truthful about who you are than to pretend you’re someone else,” says Benett. But this easy rapport must come with total command of the material. Your pitch should prove that you know more about the client’s industry than he or she thought possible. Then present ideas that weren’t on the client’s wish list – a new technology, a loyalty program – but that address the company’s needs. Any fool can promise increased business. You’ll win the day with thoroughness and extra effort.
Jul 26, 2012